The global fast-food chain has taken down a holiday advert created with AI after receiving considerable public disapproval.
The short ad was produced via AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we investigate the proper utilization of Artificial Intelligence," said a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong over the holidays, using the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI tools have become a rising phenomenon among major brands, especially for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips produced with current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also sparked worries about automation in the creative sector, with some critics stating it could affect opportunities for production staff.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive feedback" from viewers.
However, several companies have also faced criticism for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The incident underscores the evolving debate within the marketing and production sectors about the balance between technological innovation and creative integrity.
